History of the Poster is a landmark account of one of the most prolific visual traditions of our culture. Originally published in 1971, this seminal study is clearly written and richly illustrated. Now reprinted by Phaidon, History of the Poster is an essential read for anyone intrigued by this most modern medium. The book presents a richly extensive collection of posters, ranging from the late nineteenth century to the early 1970s, when the book was published for the first time. Conceived, written and designed by one of the best and most influential poster designers of the twentieth century, the book defines the nature of a poster and indicates the laws of designing it. The authors define and describe four fundamental conceptions of the poster, analysing the function-type of each and presenting an array of methods used to capture the attention of the viewer. The authors employ sure aesthetic judgement in their selection of images as the reader is guided through the formation and evolution of style, emphasis and connotation in poster design.